Page 18 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

Semantic Likert scale
Open-ended difference scale questions
inquires. questions

a.Open-ended To ask a.To display the
inquiries with a respondents to respondent's
qualitative score a product, degree of
methodology, brand, company, agreement or
or other traits, disagreement
letting marketers with a
understand their proposition.
attitude, and

For example, one of the most well-known sportswear companies in the world makes a big impact for them by
using important psychographic data. Nike appeals to sports enthusiasts—those who participate in, watch, or

at least discuss sports. Their marketing campaigns are only concerned with evoking a "feeling" that goes way
beyond their offering. Nike's goal in all of its marketing initiatives and events is to foster a sense of community

and cultural membership.

Behavioural Market Segmentation.

Behavioural market segmentation outlines specific stages in the purchasing process of their ideal clientele,

including the items they desire, the rationale behind their desires, the advantages they pursue, and the methods
they employ to fulfil their requirements.

Businesses are better able to tailor their marketing messaging when they have a deeper understanding of why

individuals buy. These are a few examples of the behaviours that consumers display when making goods
purchases like:- The reason why they are purchasing, the occasion of purchase, how the product would benefit

them and in how many ways and their engagement with the company.

For example, when it comes to behavioural segmentation based on app usage, Netflix is among the greatest

examples. The platform for streaming videos keeps track of its customers' usage habits, including how often
they use it, how long they spend on it, what kinds of TV series or movies they watch, and more. Consequently,

Netflix provides its millions of viewers with customized viewing experiences by suggesting series and films.
Additionally, Netflix encourages segmented customers to use the app by sending them customized promotional

emails. This is a fantastic effort to increase client retention by adding some uniqueness.